Trust is an intangible asset that has the unusual characteristic
of being granted upfront and tested afterward. When I drop my
clothes off at a new dry cleaner, for example, I trust that they
won't be lost. When I pick them up and everything is in order,
my trust level increases, and I return. However, if the new dry
cleaner breaks the buttons on my favorite dress shirt, my trust
level disappears completely.

If your message is believable and genuine, those people who have
a need for your services will trust you upfront. This is why sales
between people who have never met occur all the time.

Even more magnificent-once someone believes in you, he or she is
inspired to help you. Whenever someone asks for a reliable dry
cleaner, I recommend mine with complete confidence.

To build and maintain this kind of customer loyalty and
trust:

1. Figure out why people should trust you. If my dry
cleaner advertises that he is the fastest in town, I trust him only
if I get my clothes back quickly every time. What are you asking
people to trust? Find the true reason people should conduct
business with you by examining your motivation and desire for being
in business. Be specific. Then bring your greater focus to that
element of your business so that it's always delivered
flawlessly.

2. Widely spread your unique trust factor. People
remember what they read and hear. Make sure your brochure, Web site
and phone conversations are peppered with sentences and phrases
that back up your business's biggest value. People will
recognize and remember it-spreading the word about your business
even faster.

3. Create a process of action steps. People love plans.
Most businesspeople only talk about how they work with
others-creating abstract goals that aren't solidified in
writing. When you begin a new business relationship, clearly state
your objectives and goals. Then write down the action steps you are
going to take to achieve those goals, naming the party responsible
for the action and the expected completion date. Even if it's
only a few steps, an action plan in writing creates an immediate
foundation for trust, as well as a source for future reference so
misunderstandings can be mitigated.

4. Align your actions with results. Trustworthy people
let their work speak for them. Always state the results people have
achieved from working with you. It reinforces your value and makes
for wonderful testimonials.

5. Keep your promises. It sounds simple; however, always
underpromise and overdeliver. People love it when they unexpectedly
receive something extra. If you get off track or make a mistake,
let the client know. It's OK! Always tell them the next action
you're going to take to achieve success.

Referral businesses are particularly reliant on the trust of
others. There is no better advertising in the world than having
someone say "You have to do business with this person-I really
trust him (or her)."